营销外文翻译--品牌战略和整合营销传播(IMC)：Player’s香烟品牌营销的案例研究

理解整合营销传播的核心思想整合营销传播（Integrated Marketing Communication，IMC）是企业在市场营销过程中使用的一种战略方法，旨在通过整合所有的传播渠道和工具，以提供一致、协调的品牌信息，从而实现营销目标。

IMC的核心思想是通过整合各种传播渠道和工具，将不同的传播活动相互配合，形成一个整体，以达到更有效的品牌传播和营销效果。

IMC强调的是整体的协调性和一致性，以确保企业在市场中的信息传递是完整、准确、清晰的。

IMC的核心思想可以分为以下三个方面。

第一，一致性。

IMC要求企业在各种传播渠道和工具中传递一致的品牌信息。

这意味着企业在广告、公关、销售促销等各种传播方式中，都要保持一致的品牌形象、价值和信息，以确保消费者对品牌的认知是清晰一致的。

只有当企业的传播信息一致时，消费者才能更好地理解和感知品牌，并形成品牌忠诚度。

第二，协调性。

IMC要求企业将各种传播渠道和工具相互配合，以形成一个协调一致的整体。

企业通过协调各种传播活动，可以将传播效果最大化，避免传播信息的冲突和混乱，提高品牌在市场中的曝光度和影响力。

协调性也包括了时间和空间上的协调，即在确定传播活动的具体时间和地点时，要考虑到目标受众的特点和需求，以便更有效地传递品牌信息。

第三，综合性。

IMC要求企业将各种传播渠道和工具综合起来，形成一个整体的传播策略。

这意味着企业需要在广告、公关、销售促销等各种传播方式中建立有机的联系，将它们纳入一个统一的战略框架中，并相互配合、互相支持，以实现更大的传播效果。

综合性还包括了整合不同媒体和平台的传播渠道，以及整合不同社交媒体的传播工具，以便更广泛地覆盖受众，并实现多样化的品牌传播。

总之，整合营销传播的核心思想是将各种传播渠道和工具相互整合，以提供一致、协调的品牌信息，从而实现更有效的品牌传播和营销效果。

通过保持品牌信息的一致性，协调各种传播活动，以及综合各种传播渠道和工具，企业可以更好地传递品牌形象和信息，增强品牌在市场中的竞争力，并最终实现营销目标。

IMC整合营销传播理论【整合营销传播】英文全称叫Integrated marketing communications就是整合营销传播理论意思是一个企业协调利用所有的营销传播工具，向目标受众传递一个一致的、清晰的、可信的、有说服力的信息，以达到公司的目标的一种实践活动。

这个理论是20世纪90年代，美国西北大学教授丹*舒尔兹提出来的IMC从消费者的角度做逆向思考，通过研究他们的需要与欲望以及他们愿意为此付出的成本来进行多角度、全面的广告策划、媒体利用，已达到在双方沟通和购买方便性上取得成就，最终实现利润、市场占有率、品牌、接近公众这四大效益。

他的优势主要表现在：1、有利于合理配置企业资源，优化企业组合提高企业经营效益。

2、IMC 所倡导的系统化、组合化、优化的营销理念有利于企业更好的满足消费者的需求。

通过内外一体减少成本，提高为消费者服务的水平，更好的满足消费者的需求，企业也在服务消费者的过程中不断的壮大。

3、有利于企业上下各层次各部门的整合。

4、有利于企业展开国际化营销。

第10届欧洲广告大赛优秀作品集文案：ABSOLUT POTEMKIN（伏特加）Absolut Potemkin广告公司：TBWA，巴黎客户：THE ABSOLUT COMPANY产品：ABSOLUT伏特加创意总监：Christophe Coffre/Nicolas T aubes文案：Thierry Lebec/Vincent Détré艺术指导：Bénédicte Potel摄影：Mos Films(Eisenstein)客户主管：Daniel Gaujac/Mylène de St Pierre/Valérie Juffin广告主代表：Peter Bunge-Meyer文案：这瓶美酒采用瑞典南部肥沃的田野里出产的谷物精制而成，按照瑞典400多年的传统在农村古老的酒厂中酿造。

某品牌香烟整合营销传播方案一、市场背景分析目前，香烟市场竞争激烈，消费者的偏好和需求也在不断变化。

品牌香烟需要制定一个全面的整合营销传播方案，提升品牌影响力，增加销售额。

二、目标市场定位通过市场调研和分析，确定目标市场定位是关键。

品牌香烟的目标市场主要是男性，年龄在25-45岁之间，有一定经济实力的成年人群体。

三、品牌定位战略1. 品牌形象：品牌香烟打造时尚、高质感的形象，突出产品独特性和品质保证。

2. 品牌口号：设计一个简洁、富有记忆点的品牌口号，以吸引人们的注意力和记忆。

3. 品牌故事：挖掘品牌的故事背景，与品牌定位相契合，以营造品牌的亲和力和情感认同。

四、整合传播策略1. 广告宣传：通过电视、报纸、网络等多种媒体渠道，开展公众广告宣传活动，提高品牌知名度和认知度。

2. 促销活动：制定多样化的促销活动，如折扣优惠、赠品活动等，吸引消费者购买。

3. 线下推广：在各大商场、超市等地点设立专卖柜台，提供品牌香烟的样品展示和销售。

4. 新媒体营销：通过社交媒体平台，如微信公众号、微博等，开展品牌宣传和互动营销，增加品牌影响力。

5. KOL合作：与行业内的知名KOL合作，邀请他们进行品牌宣传，增加品牌的曝光度和口碑。

五、产品创新和包装设计1. 产品改进：根据消费者的反馈和需求，持续改进香烟口味和品质，提升消费者的满意度。

2. 包装设计：设计独特、时尚的包装，符合目标市场的口味和审美需求，增加产品的吸引力。

六、公益活动和赞助参与社会公益活动和赞助，如环保活动、体育赛事等，展示品牌的社会责任感，提升品牌形象和美誉度。

七、品牌口碑管理建立品牌口碑管理系统，及时了解消费者对品牌的评价和反馈，积极回应消费者的需求和意见，树立良好的品牌形象和信誉。

八、销售网络建设建立自有销售团队和网络，开设自有网店，提供方便快捷的购买渠道，提高销售额。

九、营销传播效果评估定期评估整合营销传播活动的效果，通过销售数据、市场调研和消费者反馈等多个维度，了解消费者对品牌的认知和满意度，及时调整和优化营销策略。

标题：Integrated Marketing Communications (IMC) In A Social Marketing Context: An Application To Practice - Drug And AlcoholTreatment Services.原文：BackgroundDrug and alcohol use is highly prevalent and represents major areas of social and economic concern for the community at large (Makkai & McAllister, 1998). In Australia, it has been estimated that in 1998 approximately 22,500 persons died directly or indirectly as a result of alcohol and other drug use. Additionally, there were 175,000 admissions to hospital as a result of harmful alcohol or other drug use (A1HW, 1999). The economic consequences of drug and alcohol use are in the order of $18 billion dollars a year (Collins & Lapsley, 1996). Substantial public health, social and economic benefits will therefore logically flow from improvements in accessibility, quantity, and quality of drug and alcohol interventions provided to communities.GPs are now being recognized, within the medical field, as providers of drug and alcohol interventions beyond just screening and enquiring. This recognition was declared in the National Drug Strategic Framework 1998/1999 to 2002/03 (Ministerial Council on Drug Strategy, 1998) and in other recent reviews (Webster, 1995; Commonwealth Department of Human Services and Health, 1995). There are clear reasons why GPs are appropriate providers of drug and alcohol interventions. GPs are often with a patient at a "teachable moment where they have the first and impact opportunity to link an intervention to an identified (for the first time) drug and alcohol related pathology (Anderson, 1993). GPs provide continuity of care over time (Girgis &Sanson-Fisher, 1996). GPs are accessible due to their geographical spread and numbers across the community (Bridges-Webb, 1987) and see approximately 80% of the population throughout the year (Deeble, 1991).Despite the extent of literature on the issues relevant to GPs, detecting and treating drug and alcohol related conditions in their surgeries, little attention has beendirected to the attitude of the public to GPs as providers of drug and alcohol services, nor general practice as a setting in which to assess alcohol and other drug use and treat related problems. The expected benefits of enhanced GP involvement in the drug and alcohol related problems of their patients rely heavily on the patients' preparedness to accept and seek drug and alcohol assistance from their GR An initial study was conducted with the Alcohol and Other Drug Service (AODS) of the Central Coast Area Health Service, NSW to investigate the attitudes and beliefs of the public towards GPs as being the initial providers of drug and alcohol services. This study was part of a longitudinal project that is attempting to widen the availability of drug and alcohol treatment to include GPs. The aims of the initial study were to determine the publics' attitude about the acceptability of GPs as providers of drug and alcohol interventions, identify the reasons supporting, or otherwise the notion of GPs as providers of drug and alcohol interventions.A random sample of 1022 persons in NSW was interviewed by telephone using the CATI system. The sample was split to include 510 from the Central Coast region and 512 from the remainder of NSW. The findings showed that there is not a very high level of acceptance within the community towards the provision of drug and alcohol services by GPs. Overall only 29% of people were in favor of seeing a GP for these services, 23%perceive GPs to be capable of providing these services and 43% were personally willing to see a GP for this purpose. GPs are the fourth most commonly thought of place to go to for assistance with a drug and alcohol problem is in the context of generally low awareness of places to seek assistance.Additionally, females between the ages of 35-54 had more favorable attitudes towards GPs as providers of alcohol and other drug treatment. The research also showed that people aged 24 and under, with drug and alcohol problems are more likely to seek assistance from friends and family. The 1998 National Drug Strategy Household Survey (A1HW 1999) shows that the proportion of the population that consume alcohol and use illicit drugs is high in the age group 14-19 and highest in the age group 20-29. There appears to be an opportunity to target family and friends with the aim of using the "trickle down" influence. Consequently, the primarytarget market for strategic development is women aged 35-54 with a secondary target market of people in the age group of 14-29.Marketing strategies have now been developed and will be implemented on the Central Coast only, in an attempt re-inforcement the attitudes of the primary market and change those of the secondary market.Integrated Marketing CommunicationsBroadly, in commercial marketing, communication in the marketing environment is changing. These changes include rising costs, increased options in the media, fragmentation of the audience and a decrease in the impact and credibility of advertising. Nowak et al (1997) argue that these changes have caused many marketers to shift money and resources from advertising to other communications activities, such as public relations, trade and consumer sales promotion, and direct and interpersonal communication based on the work of Duncan & Caywood (1996) and Rust and Oliver (1994).The social marketing environment has similarly changed in the last 10 years. For example, media outlets and media based activities are increasingly becoming expensive and are difficult to use. The consequences of this shift include both an increase in the choice of communication tools used to influence consumer behavior and, more importantly, paved the way for the advocacy of integrated approaches to marketing communication planning and management (Gingell, 1997; Nowak and Phelps, 1994).Again, in broad commercial marketing, Schultz & Kitchen (1997) argue that the IMC approach to attitude and behavior change is fast replacing the traditional approach of dependence on advertising in the commercial marketing. Traditional approaches involve shifting a target audience through a series of communication steps, for example, awareness, knowledge, preference and conviction using messages that are disseminated through purchased media time and/or space (Schultz and Wang, 1994). IMC is the recognition that, in order to have an impact on the attitude or behavior of a target market, it is necessary to have communications plans that examine and coordinate strategically, various elements of communication disciplines.Additionally, the message has to be clear, consistent and driven by the audience (Caywood 1997; Smith 1995).In the social marketing sphere, Nowak et al (1997) state that although the application of IMC is relatively new and unexplored, the literature suggests that the integrated communication approach has great potential in health communication efforts.Social marketers, like commercial marketers, have a wide range of communication disciplines and activities they can use to influence attitudes or behavior. They include social advertising, public relations, media relations, media advocacy, mass media-based information/education campaigns, risk communications, partnership with commercial and/or non profit organization and community, target population outreach and education program (Cleft 1995; Proceedings from innovations in social marketing conference, 1997). The authors argue that the strategies of larger health promotion and disease prevention organizations such as media relations, health promotion, social advertising and interpersonal communication tend to operate as separate functions with their own objectives, target audiences, messages and message delivery channels, similar to commercial entities. Consequently, an effective IMC needs an organization to have strong, centralized communication planning and management. (Caywood, 1997)There has been much evidence to show that those health communication campaigns that use multiple channels to spread their messages are more effective in changes to attitude and behavior than those that primarily use only one tool (Flora, Saphir, Schooler & Rimal 1997; Rice & Atkin 1994). A combination of channels allows for an increase in the effectiveness of another channel. (Schooler, Chaffe Flora, Roser 1998). Lazarsfeld and Mertong (1969) say that a combination of mass media and face-to-face discussion can reinforce each other. Additionally, many authors have argued that although the mass media is effective at disseminating information, interpersonal communication is necessary for changes in attitude and/or behavior. (Chaffee1982; Hornik, 1989; Valente, 1993; Valente, Poppe, & Merritt, 1996). Valente & Saba (1998) argue that this belief has directed many marketingstrategies to use the mass media to advertise new ideas and products, and then to rely on outreach and peer education programs for adoption.The selection of the channel has a significant impact, in term of maximizing the effectiveness of the problems, given the limited resources. Hornik (l989) supports this argument when he states that the outcome of health campaigns is strongly influenced by the choice of channels that are affordable, feasible and sustainable over time.In a study conducted by Lefbvre, Olander & Levine (1999) the impact of multiple channel delivery of nutrition messages on student knowledge, motivation and behavior was analyzed. The Multifaceted Nutrition education was delivered in schools, home and through the media. The primary objective was to provide a consistent and clear message through multiple channels to motivate the children to eat nutritionally (Bandura, 1986; Lefebvre & Flora, 1988). Three different multivariate models of the multiple channels on nutrition behavior were examined. All the models supported the general overall finding that exposure to multiple channels, rather than a particular one, was most predictive of behavior change. The authors claim that this finding is the first empirical data to back up the social marketing adage of utilizing multiple distribution channels in message delivery. Additionally, the level of self-reported behavior change was directly related to the number of channels the students reported being exposed to during implementation. This evidence has potentially significant implications for the development and design of social marketing programs for different audiences and different contexts.The implications from this literature on are:·That there is a need to adopt centralized communication planning and management,· messages need to be clear, consistent and audience driven· There is a need to understand and analyze the various communication channels in order to choose the most appropriate ones.Application of the IMC literature to Practice - the case of the Alcohol and Other Drug Service (AODS).In order to avoid the pitfall of having various channels with their own objectivesand target markets it is necessary to adopt centralized communication planning and management. This will allow for viewing all marketing communication as part of a broad communication strategy. Although specialist functions such as public relations are likely to include some independent activities, it is important to spend most of the time in multi-disciplinary collaborations. Strategies have been developed in conjunction with the AODS management, marketing strategists and IMC company personnel on the basis of the initial research and analysis. This will act as a nexus between the management and its target markets (AODS &Women 35-54). The management of the AODS may provide the general themes and priorities, but the message should be based on the needs, current attitudes and behaviors of the target market.Based on the findings from the study, an important issue in developing a creative strategy is creating a message that positions the GPs as being capable of providing help and as the first point of contact for alcohol and other drug problems. A crucial element of IMC as evident in the literature is that all the communication channels used by the AODS should disseminate this positioning clearly and consistently.Understanding and analyzing the various communication channels is necessary in order to choose those channels that are appropriate. The AODS has a variety of channels that they can use to convey the message, ranging from push through to pull strategies. Pull strategies can be various media such as T.V (NBN, Central Coast), Radio (2GO17M), Newspapers (Express Advocate and the Sun Weekly),Cinema Advertising, flyers, bus and train station signage. It is quite evident that the success of this campaign lays in the co-operation and involvement of the GPs. Additionally, literature suggests that mass media are effective at disseminating information but interpersonal communication is necessary for attitude change. Consequently, mass media along with interpersonal activities of GPs is necessary. Various push strategies that can be used in relation to GPs include visiting all GPs to discuss the concepts, an initial launch for GPs and pharmacists, producing a General Practitioner and Surgery Participation Kit containing the campaign objective, creative concept, target markets and strategy. Other push strategies can include material for pharmacists, posters forGP's waiting rooms and surgeries.Other channels available to the AODS are partnerships with commercial organizations. For example, the Central Coast Leagues Club Association is the second biggest in NSW. An opportunity exists to work with these clubs in conveying the message. Comprehensive public relations strategies will be implemented including a series of media releases to all local media to ensure the positioning message continues beyond the scheduling of the purchase media. All these different channels should convey a consistent positioning message.The choice of the channels by the AODS has a major impact in terms of maximizing the effectiveness of the problems given the limited resources. Important issues to be considered include the feasibility and sustainability of the channels and the variance in reach, specificity and impact. An understanding of these issues has allowed the AODS to choose the channels better.ConclusionIt is evident from the literature that integrated marketing communications has an important role to play in social marketing generally. Additionally, due to the various changes in the social marketing environment it is imperative that social marketers adopt an IMC approach to their marketing strategies. An IMC approach is most likely to increase the chances of successful attitude re-inforcement and change in the case of the Central Coast Alcohol and Other Drug Service. The next stage of the project will be to re-survey the two samples at which point a conclusive finding can be made.出处：Phillip Morgan 、Ranjit Voola .ANZMAC 2000 Visionary Marketing for the 21st Century: Facing the Challenge，2006，page132-136.标题：在社会营销环境下的整合营销传播(IMC)：在酗酒和吸毒治疗服务中的实践运用译文：背景在大多数社会代表了社会和经济关注的主要领域吸毒和酗酒是非常普遍的(麦卡卡和麦卡利斯特,1998)。

某香烟品牌整合营销传播方案汇报人：2023-12-05•品牌分析与定位•整合营销策略•传播渠道与合作伙伴目录•营销活动策划与执行•效果评估与优化•预算与资源需求01品牌分析与定位该香烟品牌已有百年历史，具有深厚的品牌文化底蕴。

品牌历史品牌形象品牌传播以高品质、高品位为品牌核心价值，传递一种生活态度和品味。

借助品牌历史和形象，以传统和现代相结合的方式进行传播。

030201品牌背景与文化主要面向中年及以上人群，其中男性为主要消费群体。

年龄中等及以上收入人群。

收入注重品质生活，有一定的消费能力和购买力，偏好购买知名品牌的产品。

消费习惯目标消费群体分析国内市场上的主要竞争对手为XX、YY等高端香烟品牌。

竞争对手在产品品质、口感、包装设计等方面都有一定优势。

竞品分析该香烟品牌在品质和口感上与竞品基本相当，但在品牌文化、包装设计、营销策略等方面进行差异化定位。

通过传递一种独特的品牌文化和品味，吸引目标消费群体的关注和购买。

差异化定位竞品分析与差异化定位02整合营销策略在主流电视台播放针对该香烟品牌的广告，传递品牌形象和产品特点。

电视广告在各大电台播放广告，覆盖不同年龄层和消费群体。

广播广告在时尚和生活类杂志上投放广告，吸引特定类型的消费者。

杂志广告传统媒体营销在主流社交媒体平台上建立官方账号，发布品牌资讯和活动信息，与消费者互动。

社交媒体平台合作短视频平台进行广告投放，利用短视频的形式展示品牌形象和产品特点。

短视频平台邀请知名主播进行直播推广，提高品牌知名度和曝光率。

网络直播新媒体营销UGC活动鼓励用户上传分享与品牌相关的内容，提高品牌曝光度和参与度。

KOL合作与具有影响力的意见领袖进行合作，借助其影响力传播品牌信息。

话题挑战发起具有话题性的挑战活动，吸引用户参与并分享，扩大品牌传播范围。

社交媒体营销产品创意短片制作具有创意和趣味性的短片，展示产品的特点和优势，吸引消费者关注。

线上互动活动举办有趣的线上互动活动，吸引用户参与并分享，提高品牌曝光度和参与度。

外文翻译：品牌战略原文来源：Aaker, David A.; Erich Joachimsthaler (2000). Brand Leadership. New York: The Free Press. pp. 1–6. ISBN 0-684-83924-5.译文正文：品牌管理是营销技术应用到具体产品，产品线或品牌。

它旨在提高产品的认知价值给客户，从而提升品牌特许经营与品牌资产。

营销人员认为这是一个隐含的承诺，一个品牌，人们的生活质量水平来从一个品牌预期将继续与购买相同产品的未来。

这可能会增加决策与竞争产品相比更有利的销售。

它也可能使制造商收取更多的产品。

品牌的价值是取决于它的利润总额为制造商产生。

这可能导致从增加的销售与价格上涨的组合，或降低销售成本（销货成本），或更有效的营销投资。

这些增强功能全部可以提高一个品牌的盈利能力，因此，“品牌经理”往往携带一个品牌的P与L（损益线管理责任制）的盈利能力，相比之下，市场营销人员经理的角色，这是分配给上述预算，管理与执行。

在这方面，品牌管理通常是在组织视为一个单独比市场更广泛与更战略性的作用。

由《Interbrand》与《Business Week》公布的每年最具价值的品牌名单中可以发现，公司的市场价值通常是由品牌决定。

麦肯锡公司是一家全球性咨询公司，在2000年的研究表明，相对股东比较弱的品牌，实力雄厚则品牌产生更高的回报。

两者合计，这意味着，品牌严重影响股东价值，最终品牌的首席执行官需要对其负责任。

管理学科的品牌开始了在宝洁公司的PLC作为一个由Neil 阁下麦克尔罗伊著名的备忘录的结果。

品牌管理原则一个好的品牌名称应：·受商标法保护。

·朗朗上口。

·容易被记住。

·容易被识别。

·在该品牌可以使用的范围内很容易被翻译成当地语言·吸引眼球。

·引出产品的优点（如：易关）·提升公司或产品形象。

浅谈烟草品牌的整合营销传播（IMC）|原作者: 李士贵摘要: 《烟草控制框架公约》正式在中国批准生效和实施，烟草广告面临的控制越来越严格。

但是另一方面，国内烟草品牌正在进行着一场革命性的变化，在行业“卷烟上水平”和“532”、“461”的大品牌战略目标的指引下，烟草品 ...中国烟草品牌营销传播概况《烟草控制框架公约》正式在中国批准生效和实施，烟草广告面临的控制越来越严格。

但是另一方面，国内烟草品牌正在进行着一场革命性的变化，在行业“卷烟上水平”和“532”、“461”的大品牌战略目标的指引下，烟草品牌要生存和发展，停止开展营销传播是不现实的，必须寻求新的有效传播方式，开展整合营销传播。

20世纪90年代美国经济学家舒尔兹提出了整合营销传播（IMC）该理论强调的是两个方面的整合：传播信息的整合和传播方式的整合。

结合中国烟草品牌营销传播的客观情况，烟草品牌开展整合营销传播首先要整合传播的诉求信息；其次要整合各类传播工具，相互配合，以达到最大的传播效果。

诉求信息的整合品牌整合营销传播在于营销的每一个环节都在与消费者进行沟通，使消费者得到明确一致的品牌和产品的特征信息，所以建立一致的品牌和产品诉求信息，是整合传播的首要环节之一。

烟草品牌信息的整合主要包括两个方面：品牌形象和产品诉求点。

品牌形象品牌核心价值也就是品牌承诺，它让消费者明确、清晰地识别并记住品牌的利益点。

广告语是品牌核心价值的外在表现，必须符合核心价值的内涵，核心价值在一个比较长的时期内是保持不变的，而广告语在与核心价值保持一致的前提下，可以根据品牌的发展阶段而加以改变和创新。

卷烟是属于快速消费品，所以烟草品牌的核心价值和广告语应从消费者情感的角度出发，使消费者对品牌产生认同和好感。

例如卷烟品牌“利群”，其品牌核心价值是“平和”，品牌承诺是“让每一个有利群的地方都充满平和”，品牌形象广告语是“让心灵去旅行”，该策划意在把消费者的心理感受和品牌个性结合起来。

什么是整合营销传播？什么是整合营销传播?整合营销传播英文为：Integrated Marketing Communicatins，简称：IMCIMC的核心思想是将与企业进行市场营销所有关的一切传播活动一元化。

IMC一方面把广告、促销、公关、直销、CI、包装、新闻媒体等一切传播活动都涵盖到营销活动的范围之内；另一方面则使企业能够将统一的传播资讯传达给消费者。

所以，整合营销传播也被称为"Speak With One Voice"（用一个声音说话）即营销传播的一元化策略。

两个特性战术的连续性是指所有通过不同营销传播工具在不同媒体传播的信息都应彼此关联呼应。

"战略的导向性"强调在一个营销战术中所有包括物理和心理的要素都应保持一贯性。

所谓物理的连续性是指在所有营销传播中的创意要素要有一贯性。

譬如在一个营销传播战术中可以使用相同的口号、标签说明以及在所有广告和其他形式的营销传播中表现相同行业特性等。

心理的连续性是指对该机构和品牌的一贯态度，它是消费者对公司?quot;声音"与"性格"的知觉，这可通过贯穿所有广告和其他形式的营销传播的一贯主题、形象或语调等来达成。

战略的导向性，它是设计来完成战略性的公司目标。

许多营销传播专家虽然制作出超凡的创意广告作品，能够深深地感动受众甚至获得广告或传播大奖，但是未必有助于本机构的战略目标，例如销售量市场份额及利润目标等。

能够促使一个营销传播战术整合的就是其战略焦点，信息必须设计来达成特殊的战略目标，而媒体则必须通过有利于战略目标考虑来对其进行选择。

七个层次1、认知的整合这是实现整合营销传播的第一个层次，这里只有要求营销人员认识或明了营销传播的需要。

2、形象的整合第二个层次牵涉到确保信息与媒体一致性的决策，信息与媒体一致性一是指广告的文字与其他视觉要素之间要达到的一致性；二是指在不同媒体上投放广告的一致性。

整合营销传播名词解释整合营销传播（Integrated Marketing Communications,IMC）是利用所有可用的营销传播工具来达到营销目标的一种策略。

它将以下几种不同的营销传播工具有机地结合起来——广告、促销、公关、互动营销和现代化新媒体营销等，使得这些工具间能够形成有机的衔接，并起到协同作用，从而最大化地影响市场，最终实现营销目标。

一般来说，整合营销传播是一个系统性的过程，它包括五个步骤：1. 分析：通过对市场、竞争者和客户的分析，明确消费者需求，进而确定营销策略；2. 计划：根据市场分析结果，制定营销传播的策略，明确营销目标、营销工具的选择和使用方法；3. 实施：执行计划编制的营销传播策略，通过不同的营销传播工具进行营销活动，如广告、促销、公关、互动营销和现代化新媒体营销等；4. 监控：实施完毕后，进行结果的监控，确定营销效果是否达到预期；5. 调整：如果营销效果没有达到预期，可以通过对营销策略和营销工具的调整，重新实施营销传播。

整合营销传播的优势在于，它能够把多种营销传播工具有机地结合起来，形成有机的衔接，从而使它们之间形成协同作用。

因此，整合营销传播可以更有效地实现营销目标，使企业获得更好的市场效果。

在整合营销传播中，主要使用的营销传播工具包括：1. 广告：通过媒体发布信息，向消费者宣传产品、服务和品牌，以达到宣传目的，如电视广告、报纸广告、杂志广告、户外广告、互联网广告等；2. 促销：通过折扣、奖励、活动等方式，来帮助企业提高产品的销售；3. 公关：通过宣传、活动、新闻稿等，提高企业的知名度和良好声誉；4. 互动营销：通过联合创新、微信营销、社交媒体营销、营销活动等，进行客户沟通，提高客户粘性；5. 现代化新媒体营销：通过视频营销、手机营销、搜索引擎营销等，利用互联网科技和新媒体，进行客户营销。

整合营销传播的最终目的就是利用这些工具，通过有效的营销传播，影响市场，最终实现企业的营销目标，提升企业的综合竞争力。

整合营销中英文对照外文翻译文献(文档含英文原文和中文翻译)翻译:整合营销传播、市场定位与品牌定位的关系市场关系在建立和维护股东关系上起着至观重要的作用，并且在品牌和渠道公平性上也起着维护这些关系的杠杆作用(Dawar 2004；Duncan＆Moriarty 1998；Lannon ＆Cooper 1983；Srivastava Fahey＆Shervani 2000；White 1999)。

正如Dawar指出的：“品牌的广告和推动促使了交易和销售的数量；营销的努力和成果取决于品牌的水平；而品牌对于公司对短期竞争变化的回应是很关键的。

很显然，品牌已经成为许多大公司市场努力的焦点，并且被视为一支市场支配力的独有资源，有竞争力的杠杆和更高的回报。

为了响应建立在品牌公正性上敌对市场环境的影响，以及与市场行为和责任相联系的日益增长的管理期望值，许多机构正在考虑如何改善管理方式及他们的市场关系项目的整合，从而运用了IMC----整合营销传播。

然而，不少人围绕着IMC的定义引起了争论，在它的意思上缺乏相互的共识，包括许多需要澄清的领域(Baker ＆Mitchell ，2000；Beard 1996；Cornelissen 2001；Duncan ＆Mulhern 2004；Kitchen ＆Schultz 1999；Low 2000；Phelps 1996)。

这种概念的模糊很可能对操作标准的发展和机构里对IMC的评估产生很大的影响。

的确，Pickton 和Hartley(1998, p. 450)逐渐意识到来自于客户编审组的回馈是具有积极性和建设性的。

这个编审组由Tom Duncan, Don E. Schultz和Charles Patti组成，还有两个匿名的评论家。

其声明道：“朝着一个大方向去定义，集合所有机构所需的影响去获得概念的总体整合是非常困难的。

但因为存在不同层次和方面的整合，造成了个人和集体的困难。